With ad blocking and the fragmenting of the digital and mobile landscape, getting video and online advertising right is a big deal.
There are papers, talks, and studies all covering these topics. Thought leaders are positioning themselves to show that they know what they’re talking about, and research groups are pushing numbers out about key trends faster than marketers can interpret and put the numbers into use.
We were tipped with numbers from a group called IHS Technologies. One of their senior analysts presented their findings at a recent conference.
Some of the numbers are pretty interesting.
For example, the analyst believes that online advertising will increase by almost 20% in 2015 alone. This information coincides with the growth we’ve been seeing in the U.S., with many professionals in AdLand thinking that spend on the digital space will soon surpass TV.
One of the facts that really stuck out was Europe’s dependence on programmatic advertising. The folks at IHS expect about 47% of all online display advertising will be done by programmatic advertising platforms. Incredible.
Whether we like it or not, online and video advertising are not going away. Hopefully, though, with improved knowledge of consumer behavior and increased proficiency in online software, we can deliver an engaging advertising experience.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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